The decision
Base positioning on facts the practice can substantiate and that matter to its intended audience. Have responsible reviewers assess claims before they become prominent brand messages.
Rehearse this before accepting the change
Ask a reviewer to trace each positioning statement to supporting evidence.
Use fictional examples and an authorised test environment. Record what happened, the evidence you inspected and any issue that still needs a responsible owner.
Choose a useful measure
Count claims needing qualification or removal.
Agree the definition and baseline with the team doing the work. Review the result over a comparable period and note other changes that could affect it.
Your planning worksheet
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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